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A business history of the bicycle in...

Mari, Carlo.

A business history of the bicycle industryshaping marketing practices /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	A business history of the bicycle industryby Carlo Mari.
其他題名:	shaping marketing practices /
作者:	Mari, Carlo.
出版者:	Cham :Springer International Publishing :2021.
面頁冊數:	xv, 137 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
標題:	Bicycle industryHistory.
電子資源:	https://doi.org/10.1007/978-3-030-50563-9
ISBN:	9783030505639$q(electronic bk.)

A business history of the bicycle industryshaping marketing practices /
Mari, Carlo.

A business history of the bicycle industryshaping marketing practices /[electronic resource] :by Carlo Mari. - Cham :Springer International Publishing :2021. - xv, 137 p. :ill., digital ;24 cm.

1. Introduction -- 2. Understanding the bicycle as a product -- 3. Understanding the market through bicycle statistics -- 4. Marketing the bicycle -- 5. Twenty years of variety marketing in the Italian market: Cannondale 1998-2017 -- 6. Conclusion.

Through a historical analysis of the bicycle industry, this book explores how the bicycle was developed, manufactured and marketed, from its origins in the late nineteenth century to the present day. The author highlights the contributions made by the bicycle industry to marketing as it is understood today, tracing key innovations in product development and marketing. Addressing a gap in the literature, this book provides an insightful history of marketing practice for one of the most important products of the twentieth century.

ISBN: 9783030505639$q(electronic bk.)

Standard No.: 10.1007/978-3-030-50563-9doiSubjects--Topical Terms:

888217
Bicycle industry
--History.

LC Class. No.: HD9993.B542 / M37 2021

Dewey Class. No.: 388.347

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